Built a collection-led SEO and AI search strategy for a premium brass hardware store. Monthly Google clicks grew 609%, keywords ranking in the top 3 rose from 3 to 104 and ChatGPT sales grew 867% in the last three months.
United States
Electrical Hardware (Shopify)
The client is a US Shopify store selling premium brass switches, dimmers, outlets and wall plates to homeowners, designers, architects and builders.
The store had a solid technical foundation, but its collection pages were not built to rank, page speed was holding it back and overlapping pages were competing with each other. The goal was to turn organic search into a consistent revenue channel and position the store as a leading US brand in premium brass hardware.
Full technical, on-page and off-page audit, competitor benchmarking and keyword gap analysis. We made collection pages the main growth driver and mapped each one to its search intent.
Converted images to WebP, compressed oversized media and removed duplicate pages. Interaction to Next Paint dropped from 54ms to 12ms, with LCP steady at about 1.45 seconds.
Built a scalable collection template with clear heading structure, SEO copy and FAQs, then optimised 18 priority collections in three months, with more created and rewritten since.
Mapped a content plan around switches, dimmers, outlets and wall plates, and published more than 10 guides that now earn both clicks and AI visibility.
Resolved page cannibalisation, rebuilt the hierarchy around priority collections and pushed links to revenue-generating product pages using PPC and Search Console query data.
Guest posts, link insertions and social publishing, with content written to be cited by AI search across Google, Bing Copilot and ChatGPT.
Monthly organic traffic grew 609%, from 364 clicks at the start of the campaign to 2,580 in the latest month.
Over the last six months, Google clicks grew 3x, from 2.93K to 9.12K, and impressions grew 158%, from 294K to 759K, compared with the previous six months. Average position improved from 10.9 to 8.1 and click-through rate rose from 1% to 1.2%.
Keywords ranking in the top 3 grew from 3 to 104, and visibility across our target commercial and transactional keywords rose from 8.38% in April to 46.32% in October.
Google Search Console: monthly clicks at the start of the campaign vs the latest month.
Google Search Console: daily clicks and impressions, last 6 months vs previous 6 months.
Alongside Google rankings, we built collections and guides to be cited by AI search. Google’s Generative AI impressions grew from roughly 140 a day in mid-May to 1,606 on 22 October, reaching 119K in total over six months.
Microsoft Copilot citations grew 70% in the latest month, and 13 of the 15 keywords that now rank first do so inside a Google AI Overview.
Google Search Console: Generative AI features, impressions over the last 6 months.
Organic search is now a consistent revenue channel. Over the last six months, Google organic orders grew 93% compared with the previous six months. Eight new collection and product pages we created are now generating organic sales, and the homepage started generating more sales once it began ranking for “brass light switch” and “brass light switches”.
ChatGPT has also grown into a real sales channel. In the last three months, ChatGPT sessions grew 350%, sales grew 867%, from 3 to 29, and revenue grew 23x compared with the previous three months, across collection and product pages and the ChatGPT shopping feed.
Revenue figures are available but not disclosed in our public case studies for data privacy.
This is a snapshot of a campaign that is still running. The foundations are in place: a scalable collection template, a growing library of topical content and visibility across Google, Bing and ChatGPT, with ChatGPT now a sales channel in its own right.
You can now book a no-obligation call to chat about your project with Adrian.
